The Ooni of Ife, His Imperial Majesty Adeyeye Enitan Ogunwusi, Ojaja II, has thrown his royal weight behind the Director-General of the Nigerian Tourism Development Authority (NTDA), Dr. Ola Awakan, following the signing of a landmark Memorandum of Understanding (MoU) aimed at repositioning Nigeria’s tourism industry.
The MoU, signed between NTDA and OJAJA Pan Africa Ltd—chaired by the Ooni—formalises a strategic public-private partnership designed to harness Nigeria’s vast cultural heritage, cuisine, and hospitality ecosystem to drive economic growth and national development.
Speaking at the signing ceremony, Dr. Awakan described the Ooni as an “epitome of culture, a father, and a staunch supporter of the youth,” praising the monarch’s unwavering commitment to preserving Nigeria’s traditions and empowering young people.
“This partnership promises transformative benefits for Nigeria’s tourism industry, including economic diversification beyond oil dependency in line with President Bola Tinubu’s Renewed Hope Agenda,” Awakan said.
He added that the collaboration aligns with the federal government’s push for Public-Private Partnerships (PPP) as a vehicle for sustainable development.
“By utilising our storytelling capabilities, we can generate sustainable revenue, attract investments, create jobs, and boost foreign exchange inflows,” the NTDA boss stated.
The Ooni, in his response, commended Awakan’s professionalism and dedication, noting his instrumental role in youth-focused initiatives such as the Royal African Youth Leadership Forum.
He urged the NTDA Director-General to continue championing youth interests within the tourism space, citing Awakan’s nationwide experience and deep appreciation of Nigeria’s cultural diversity.
The monarch also expressed gratitude to President Bola Tinubu for appointing a youthful leader to steer the affairs of the NTDA.
“I thank Mr President for trusting a young, energetic professional with this responsibility. Tourism thrives on youthful innovation, and I see that same energy reflected in Dr. Awakan’s leadership,” the Ooni said.
The event featured symbolic exchanges highlighting the partnership’s objectives, with the NTDA Director-General presenting souvenirs to the Ooni, including a Naija Flavour plaque, as a gesture to promote Nigeria’s cultural diplomacy and tourism branding.
OJAJA Pan Africa Ltd, a Pan-African platform focused on cultural branding and investment facilitation, brings private-sector capital and diaspora networks into the collaboration—creating a synergistic framework expected to accelerate sustainable tourism development across the country.
Stakeholders say the NTDA–OJAJA alliance could serve as a blueprint for tourism-led prosperity, with projected long-term impacts on employment, revenue generation, and Nigeria’s global visibility.
